Pengaruh Nilai Barang terhadap Kesediaan Membayar Harga Premium

Albari Albari () and Intan Ayu Kumala Dewi ()

Jurnal Siasat Bisnis, 2011, vol. 15, issue 1

Abstract: AbstractThe purpose of this study is to examine the effect of value of goods at a store on the willingness of consumers to pay premium prices. To achieve these objectives, this study used mediator variables i.e. store attractiveness, attitudes to loyalty, and repurchase loyalty. This study used 96 people as sample of consumers who are making a purchase at the store frames, which are obtained through convenience sampling technique. Data analysis using structural equation modeling (SEM) and data processing program AMOS. The results of the analysis proved that the influence of value of goods at a store on the willingness of consumers to pay premium prices, and the proportion of these effects show a strong dominance of the exogenous variables on endogenous variables.Key words: value of goods, the store attraction, loyalty, attitude to loyal, premium prices.AbstrakSalah satu kebijakan penting di bagian pemasaran adalah distribusi barang yang harus dilakukan produsen dan perantara. Aspek tersebut digambarkan dalam penelitian ini berupa pengaruh nilai barang pada suatu toko terhadap kesediaan konsumen untuk membayar harga premium. Sedangkan daya tarik toko, sikap untuk loyal, dan loyalitas pembelian kembali digunakan untuk melihat adanya variabel mediator di antara dua variabel penting tersebut. Penelitian dilakukan dengan melibatkan sampel konsumen yang sedang melakukan pembelian di toko pigura sebanyak 96 orang, yang diperoleh melalui teknik convenience sampling. Penelitian yang menggunakan pendekatan structural equation modelling (SEM) dan Program pengolah data AMOS ini berhasil membuktikan adanya pengaruh nilai barang pada suatu toko terhadap kesediaan konsumen untuk membayar harga premium, dan proporsi pengaruh tersebut menunjukkan dominasi yang kuat dari variabel eksogen terhadap vaiabel-variabel endogenKata kunci: nilai barang, daya tarik toko, loyalitas pembelian kembali, sikap untuk loyal, kesediaan membayar harga premium.

Date: 2011
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